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Fantasy
Sports
Kevin Mullally, Gaming
Laboratories International
(GLI)
Jay Gendron, IGT
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November/December
2015
IN THIS ISSUE:
• Regulatory Frameworks Challenged by New
Game-Styles Like Skill-Based and Fantasy Sports
• U.S. Attorneys General Defend the Rights of States
to Regulate Internet Gambling
• The Impact of Fantasy Sports on Lottery
and the Games-of-Chance Industry
• Building Sustainable Growth for Government-Lottery
• Embracing the Essence of the Traditional
Lottery-Playing Experience
• Attracting New Players to Lottery: Motivational Segmentation
• How Responsible Gaming Analytics Can Grow Sales
CONGRATULATIONS TO
LOTTERY INDUSTRY HALL
OF FAME—CLASS OF 2015:
Jay Gendron
Dr. Ioannis Katakis
Stavros Michael
Jim O’Brien
Douglas Pollard
Thierry Pujol
Tom Shaheen
Philippe Vlaemminck
Lottery and the
Birth of Baby Carrots
ulli
applebaum
The day that Bill Behm, a Scientific Games founder and
active consultant, walked into my office and handed
me the inaugural issue of
The Lottery Journal
, I had two
thoughts.One– IwasflatteredBillwasbestowingapiece
of his nostalgic paraphernalia upon me. Two – that 29
years laterwewereallstillhavingthesameconversations
about lottery players.
How do we develop games that attract new players?
How do we offer products for Millennials (or Gen Xers,
as we called the younger generation back in 1984)? How
do we stay relevant for generations to come? These are
headlines that circulate endlessly throughout industry
discussions, events, articles and strategy sessions.
With the global convergence of lottery, gaming, retail,
mobile and many other aspects of daily life, a consumer’s
world is almost seamlessly integrated. It’s no surprise
then that our industry is mirroring life and blending
knowledge, products and assets. But the
act
of merging
alone will not make a difference to our customers’
bottom lines. It’s the
action
we take that will deliver
results. Because of this, Scientific Games invested in a
solid innovation foundation for one consumer across one
wallet.
At Scientific Games, we know that our mandate is to
deliver bottom line profits to our customers through
innovation and partnership. We know that this mission
means we must be leaders in changing the conversation.
We also know that change will happen as we approach
the market as groups of consumers, who desire different
experiences from the products we develop. So where do
we start?
FULL MARKET SEGMENTATION
differences that affect ho
much they spend, and w
segmentation is about id
respond differently to pr
can be focused on your
The concept of segme
1970s as a response to m
markets and brand ext
“Why treat everyone th
everyone was doing ‘se
difference between seg
other criteria such as de
are not likely to dramati
of segmentation work o
to seven years to accom
market.
After vetting several glo
for our segmentation
selected Boston-based
and consulting firm. CM
helpedusdecideonthea
(Max-Diff) and enabled t
criteria for project succes
1. Simple
– The entire
to be easy to explain.
2. Actionable
– When
were working with t
a manner that was ac
3. Differentiator
–
earlier,ourgoal isco
across Scientific Ga
portfolio. We want
we established an i
could deliver.
We also incorporated
strategic goals pertainin
usability. We required a
to support our customer
we started with the U.S.
The
(N)
EVER Changing
Conversation
“If early results are any indication, 1984 will be remembered as a year in which a
newmarket - a young adult market - started playing the state lotteries.”
The Lottery Journal, Volume 1 Number 1, 1984
Jennifer Welshons
–
Vice President,
Lottery Insights for
Scientific Games
A Model for Attra tin
New Players to Lottery
FEATURED INTERVIEWS: